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INTRODUCING GREENDEX 2014: ENABLING BEHAVIOR CHANGE
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PowerPoint | Contents | 3
HOUSING
TRANSPORTATION
FOOD
CONSUMER
GOODS
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FOCUS ON FOOD
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WIDESPREAD CONCERN:
I AM VERY CONCERNED ABOUT ENVIRONMENTAL PROBLEMS PERCENTAGE OF CONSUMERS IN EACH COUNTRY, 2014
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ANXIETY IS GROWING:
I AM VERY CONCERNED ABOUT ENVIRONMENTAL PROBLEMS “AGREE (4+5),” PERCENTAGE OF CONSUMERS IN EACH COUNTRY, INCREASES: 2008–2014
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VULNERABILITY:
GLOBAL WARMING WILL WORSEN MY WAY OF LIFE WITHIN MY OWN LIFETIME PERCENTAGE OF CONSUMERS IN EACH COUNTRY, 2014
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CONSUMER BEHAVIOR IS STUCK:
GREENDEX: OVERALL SCORES TRENDS: 2008–2014
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ATTACHED TO OUR FOODS:
FOOD IS AN ESSENTIAL PART OF MY CULTURE PERCENTAGE OF CONSUMERS IN EACH COUNTRY, 2014
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DEMAND FOR KNOWLEDGE:
IT IS VERY IMPORTANT TO KNOW HOW MY FOOD IS PRODUCED PERCENTAGE OF CONSUMERS IN EACH COUNTRY, 2014
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BUT, LACK OF TRANSPARENCY:
I FEEL WELL-INFORMED ABOUT THE QUALITY, SAFETY, AND ORIGIN OF FOOD I EAT PERCENTAGE OF CONSUMERS IN EACH COUNTRY, 2014
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DISENFRANCHISED:
CONSUMERS HAVE LITTLE INFLUENCE OVER HOW FOOD IS PRODUCED PERCENTAGE OF CONSUMERS IN EACH COUNTRY, 2014
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INFORMED CONSUMERS ARE…
• Empowered
• Connected
• Engaged
• Positive
• Willing to pay
Good for all stakeholders
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POSITIVE SIGNS OF CHANGE:
GREENDEX FOOD SCORES ARE UP IN MANY COUNTRIES TRENDS: 2008–2014
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LOCAL:
FREQUENCY OF CONSUMING LOCALLY GROWN FOOD PERCENTAGE OF CONSUMERS IN EACH COUNTRY, 2014
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LOCAL UP:
FREQUENCY OF CONSUMING LOCALLY GROWN FOOD “DAILY” AND “SEVERAL TIMES A WEEK,” PERCENTAGE OF CONSUMERS IN EACH COUNTRY,
RECENT TRENDS: 2008–2014
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ORGANIC AND NATURAL:
FREQUENCY OF CONSUMING ORGANIC OR NATURAL FOODS PERCENTAGE OF CONSUMERS IN EACH COUNTRY, 2014
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GROWING MARKET:
IT IS WORTH PAYING MORE FOR LOCALLY OR ORGANICALLY PRODUCED
FOODS “AGREE” (4+5), PERCENTAGE OF CONSUMERS IN EACH COUNTRY, TRENDS: 2012–2014
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RECOGNIZED PROBLEM:
NEED TO CHANGE PRODUCTION/CONSUMPTION OF FOOD TO FEED
GROWING GLOBAL POPULATION PERCENTAGE OF CONSUMERS IN EACH COUNTRY, 2014
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LESS BAD, MORE GOOD:
CURRENT CONSUMPTION VS FUTURE INTENTIONS AFTER LEARNING OF ENVIRONMENTAL IMPACT “DAILY” CONSUMPTION AND “SEVERAL TIMES PER WEEK,” TOTAL CONSUMERS, 2014
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MAPPING POTENTIAL FOR CHANGE:
RELATIVE POTENTIAL FOR FOOD CONSUMPTION BEHAVIOR CHANGE
IS GREATEST IN LARGE GROWING MARKETS
1.8 billion
people in top
five countries
BY COUNTRY, 2014
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BY DEMOGRAPHICS, 2014
THE IDEAL MARKET:
RELATIVE POTENTIAL FOR FOOD CONSUMPTION BEHAVIOR CHANGE
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MOST POWERFUL LEVERS:
DRIVERS OF FOOD BEHAVIOR CHANGE – WHAT THE STATS SAY
Leverage consumers’ trusted tribes and networks for positive
feedback loops
1. Peer influence (inbound and outbound)
2. Connections between humans and environment
Create cognitive linkages
Establish the big picture
3. Concern about various environmental issues
Take advantage of other conducive behavior patterns by
inserting food into existing values equations
4. Other sustainable habits
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TARGETING THE RIGHT AUDIENCES:
FOOD BEHAVIOR CHANGE CONSUMER SEGMENTATION
Find out who and where they are, and how to motivate them at:
www.nationalgeographic.com/greendex
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TAKEAWAYS
People care
They need help
Brands can do that
Connect them to their peers, their ecosystems and you
